Audi Scraps Split ICE & BEV Model Naming Effort

In a bid to alleviate further confusion, Audi has back-tracked on its recent new model naming strategy.

German automaker Audi reversed on its new model naming strategy this week. Audi’s back-tracking comes in the wake of less than stellar customer and dealer feedback, which showed the new system causing mass confusion. 

Initially, this effort was supposedly aimed to differentiate combustion (ICE)-powered models from battery electric (BEV) models using odd and even numbering – numbers 1,3,5 and 7 for the former, and numbers 2,4,6, and 8 for the latter.

At the time, Oliver Hoffman, the four-ringed marque’s then head of technology, justified the bid as a means to create “clear and intuitive distinction” between drivetrain types. The resulted in notable shifts, like the rebranding of the A4 and A6 models as the new A5 and upcoming new A7 respectively.

The new model names bid did see a major change in the third-gen Audi A4 range, which is now badged as the A5 instead. It seems this is set to remain unchanged for now.

Number aside, Audi is also poised to revert back to its past naming schemes to differentiate its petrol, diesel and BEV models. As a refresher, the marque distinguished each using their respective ‘TFSI’, ‘TDI’ and ‘e-tron’ monikers – arguably an easier way to denote its varied models.

“This decision follows extensive discussions and aligns with the preferences of our customers and international dealer network,” said Marco Schubert, the maque’s sales and marketing boss, to Autocar UK recently too.

Schubert continued further by noting that the updated naming approach ensures “a more intuitive understanding of our line-up, making it easier for customers worldwide to navigate our portfolio at a glance.”

For now, existing models like the Q4 (top two) and Q6 (above) also continue to see their names unchanged.

Following this, Audi also confirmed it has no plans to rename the A4 and A5 models just yet despite the fact both are essentially the same cars that bear different powertrains.

This is largely because the new scheme’s numeric sequence from 1 to 8 indicates vehicle size and hierarchy. Additionally, putting aside powertrain type, the A5 is also a physically larger car over its supposed A4 ‘twin’.

Using said rationale, existing models like the electric Q4 and Q6 will keep their current names. However, the upcoming new A7 model mention that’s due to debut next month (March) will instead be renamed as the A6, and it will also use the TFSI, TDI and e-tron powertrain-based variant naming.